APAC trust gap hits record high as income disparity doubles

The income-based trust gap in the Asia-Pacific (APAC) region has reached a historic high, more than doubling over the last 14 years. According to the Edelman Trust Barometer 2026, the disparity between high- and low-income earners has surged from seven points in 2012 to 16 points today.

The 26th annual survey, which gathered insights from nearly 34,000 respondents across 28 countries, highlights a regional shift toward insularity—a defensive mindset where trust is reserved for the familiar and denied to the "different."

The report identifies four critical factors currently reshaping the psychological and economic landscape of APAC. First is a stronger preference for the familiar: trust in companies headquartered in respondents’ own country is higher than trust in foreign-headquartered companies in all seven APAC markets included in the analysis including China, Japan, Singapore, Malaysia, Australia, Indonesia and Thailand.

Second is a more inward-facing information environment, reflected in a six-point year-on-year decline globally in getting information from sources with a different political leaning at least weekly. 

Third is a widening mass-class divide, with the regional trust gap between high- and low-income respondents now at 16 points. 

Fourth is the uneven optimism across APAC markets. Just 31% in Singapore and 36% in Thailand say the next generation will be better off than today, with double-digit year-on-year declines in Singapore, Thailand, India, and China. Concern about foreign actors spreading falsehoods has also risen by double digits in 6 of 9 APAC markets since 2021.

The rise of domestic bias

The "domestic trust advantage" has become a defining feature of the regional business environment. This preference for homegrown brands is most pronounced in Japan (29 points), followed closely by Singapore and South Korea (28 points).

Furthermore, a "protectionist" sentiment is emerging; many respondents now support reducing the number of foreign companies in their country, even if it results in higher prices for goods and services.

The APAC materials also include broader Trust Barometer findings showing globally, among those who say major societal events in the past five years have impacted their trust, institutional leaders have experienced net trust losses, led by national government leaders (–16pt net change), major news organisations (–11), and foreign business leaders (–6), while the net trust change was an increase for neighbours, family and friends (+11), coworkers (+11, among employees), and one’s CEO (+9, among employees). 

Despite the challenges, the workplace remains a glimmer of hope. While government and media suffer from nearly 40-point gaps between public expectation and actual performance in "bridging divides," 54% of employees believe their employers are successfully facilitating trust between groups.

Rakesh Thukral, Edelman’s CEO for Asia Pacific, says: “The APAC findings show that trust is becoming more selective. When optimism weakens and concerns about falsehoods rise, people place greater weight on what feels known and close to home."

“This is also reflected in stronger trust in domestic companies across APAC markets, and in a more cautious outlook for the next generation in several markets. In that environment, organisations will need to focus more on bridging trust across divides by building safe spaces for dialogue, understanding and shared progress," Thukral added.

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